Google Product Ads & Killer Landing Page Tips

Frank Coyle, President, Point ItSerge Bondar, Client Manager

Dec 9, 2010

Presentation AgendaAbout Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• PPC & SEO

• $30 MM in managed media/yr

• 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

Google Product Ads

Presentation AgendaWhat is Product Listing Ads?

Product

Listing

Ads

Presentation AgendaListing Ads (PLA) vs. Extensions (PE)

1. Better Click-through Rates (CTRs)

2. Better Lead Quality and Conversion Rates

3. Easy Targeting

4. Increased Exposure

5. No risk (CPA)

Presentation AgendaAdvantages

Presentation AgendaSetup

1. Open Google Merchant Center Account

2. Compile Product data feed

3. Link your AdWords & Merchant Center

Accounts

4. Create PLA campaign, extend existing

campaigns with PE

5. Set up filters and product

targets

Presentation AgendaGoogle Merchant Center Account

Presentation AgendaVerify Website Ownership

Presentation AgendaOrganic Exposure

Presentation AgendaProduct Feed Format

• Text/tab delimited (.txt/.xls),

XML

• API

• 30 days

Presentation AgendaProduct Feed Specification

• author

• availability

• brand

• color

• edition

• excluded destination

• expiration date

• feature

• featured product

• genre

• gtin

• image link

• manufacturer

• mpn

• online only

• product review

average

• product review count

• product type

• quantity

• shipping

• shipping weight

• size

• tax

• year

Required attributes:

• id

• title

• link

• price

• description

• Condition

Recommended attributes:

Presentation AgendaMerchant Center and Product Ads

Attribute Product Filters

c:adwords_grouping

(string)

Groups products

Use for Product Filters to limit a campaign to a group of products

Product Targets to bid differently for a group of products.

One Value

c:adwords_labels

(string)

Similar to the grouping attribute but it will only only work on CPC.

Can hold multiple values, allowing a product to be tagged with multiple

labels.

c:adwords_publish

(boolean)

Use to exclude select offers from AdWords Product Ads.

“true” or “false” values

c:adwords_redirect

(url)

Track organic sources of traffic (i.e. Google Product Search) differently

to the paid sources of traffic (Product Ads).

c:adwords_query_param

(string)

Similar to adwords_redirect, but instead of overriding the product URL,

it will append the value to it at the end.

You can also use {adtype} in this attribute, which will be replaced by

“pe”

or “pla” if the click came from a Product Extensions ad or a Product

Listings one respectively.

Presentation AgendaLinking with AdWords

Presentation AgendaEnable PLA & PE in Adwords

Presentation AgendaSetting Up

Presentation AgendaSetting Up

Presentation AgendaPromo Messaging

Presentation AgendaTargeting

Presentation AgendaProduct Filters

Presentation AgendaTargeting

Presentation AgendaFilters vs. Targets

Presentation AgendaTracking

Conversion tracking for Product Listings is not the same as the standard.

• Adwords_queryparam

• AdWords code for CPA bidding

• Third-party tools on product level URLs

Presentation AgendaFinal Thoughts

Presentation AgendaLanding Pages Agenda

1. Must haves

2. Before/Afters

3. Landing Page Checklist

4. Images

5. Landing Page Critiques

Presentation AgendaYou Only Have 3 Seconds

1. They don’t know who you are

2. They don’t know what to expect

3. They have no reason to trust you

4. And You’ve Only Got 3 Seconds

Presentation Agenda3 Basic Principles

1. Immediate relevancy

• Compelling headline with keyword

2. Reason to do business with you

• Unique Selling Proposition/Key specifics

3. Clear direct path to offer/call-to-action

Presentation AgendaCase Study #1

1. Your house is overflowing with stuff

2. You want to put your belongings in storage

3. You’re searching on terms like:

• personal storage, storage warehouse, etc.

Presentation AgendaBefore

Presentation AgendaAfter

Presentation AgendaCase Study #2

1. You’re responsible for the big rigs in your company

2. You need to lease some new ones

3. You’re searching on terms like:

• Fleet leasing, truck leasing

Presentation AgendaBefore

Presentation AgendaAfter

Images

Presentation AgendaImages

• Image on the left

• Eyes looking at

object if possible

• Relevance

Presentation AgendaAfter

Presentation AgendaLanding Page Checklist

• “Above the fold”

• Eyeflow leads to target

• Eliminate navigation where possible

• Shrink the header graphic

• Buttons, see them from across the room

• Trust symbols, awards

• Conversion tracking

• Google Analytics Goals & Funnel

Presentation AgendaLanding Page Roadblocks

• “One-off” mindset

• Lack of resources

• Going through IT

• Sales requesting too many form fields

• Desire to turn LP into “catch all” page

• Solution:

• Nothing gets the attention of senior management like the funnel (put a dollar figure on the exits!)

Presentation AgendaA Landing Page is Your Most Expensive Salesperson

• Set it up for success

• Establish benchmarks and quotas

• Monitor results and performance

• Continually train and improve

• “Hire” lots of them!

Landing Page Critiques

Q & A

Frank Coyle, Point Itfrankc@pointit.com

Serge Bondar

sergeb@pointit.com